Editor’s note: This is part of a series of stories about how shopping locally this holiday season benefits the area’s economy.
It’s the most wonderful time of the year as the holiday season brings not only cheer but a surge in spending, boosting the local economy.
“Foot traffic data shows a significant increase in visits to the Marshall Main Street district, which is home to many of our local businesses, during the holiday season,” said Heather Hill with Marshall Economic Development.
According to data from Hill, the first 11 months of 2024 averaged approximately 28,900 visitors per month to the Marshall Main Street district, while December saw 78% more visitors than the average at an estimated 51,400 visitors.
Additionally, she said city of Marshall sales tax data provided by the Texas Comptroller of Public Accounts shows that the allocation the city received in February 2025, representing sales made in December 2024, totaled $1.41 million.
“This is 50% higher than the March 2025 allocation (representing January 2025 sales) and nearly 9% above the previous February,” Hill said.
“The strong February return highlights how December shopping activity, especially when spent locally, boosts the city’s revenue for essential public services such as police, fire, streets, parks, and economic development,” Hill said. “Higher sales-tax collections also indicate that Marshall businesses experienced a strong holiday season, which supports local jobs and contributes to a healthier local economy.”
Officials in other cities throughout Harrison County also are looking forward to the holiday season as they say local spending builds stronger communities.
“Every dollar spent locally is a dollar spent in your community that stays in your community and doesn’t go to some big corporation,” said Ryan Smith, Waskom Chamber of Commerce president.
“That’s the biggest advantage we have,” Smith said of supporting local businesses. “The money that goes to big corporations doesn’t go to help local kids or go to events that are happening with the schools (or programs of) local organizations. That money just goes somewhere and goes into some CEO’s pocket.”
Smith said although Waskom has limited retail space, the town has wonderful local businesses with some great offerings.
For instance, one business, Monogram Madness in downtown Waskom, owned by chamber member Suzan Maxwell, offers gift items and monogram services.
“Suzan Maxwell is a great member of the community. She’s been around for a long time,” Smith said. “She owns a boutique. She does clothing, embroidering and shirt printing. For local Christmas ideas, she’s the best one around that’s here within town locally.”
Additionally, O’Reilly Auto Parts also offer great gifts for Christmastime, Smith time.
“For any of the guy gifts or ladies who may need some new seat covers or cleaning utensils for the vehicle or do some work on them, we do have O’Reilly’s that’s been open for a little bit that gives us another option for car parts,” Smith said.
Smith said local restaurants such as Lupita’s Comidas, Drew’s Brew and Yard Bard serve the community well.
“The Yard Bird moved closer to the happenings of Waskom. They’re more centralized,” Smith noted. “They offer us a good breakfast, lunch and dinner menu. Mr. Carlos (the owner) is a good supporter to all of us in Waskom.”
East Texas-owned Catfish Village is part of the community as well, drawing in patrons. Smith said although not locally owned, the Family Dollar and Dollar General also provide the city with significant tax dollars also needed for a thriving economy.
He added, if anyone is looking for a unique gift, Five Star Builders is also a top pick.
“If mama needs a she-shed, we’ve got that option,” Smith said of what Five Star Builders offers.
Neighboring Jefferson in Marion County also appreciates local shoppers, especially during the holiday season.
“In Jefferson, shopping local keeps our historic town thriving,” said Ellen Smith, executive director of the Marion County Chamber of Commerce. “Every dollar spent in our small shops supports local jobs, strengthens community services, and helps preserve the unique charm visitors love. When you choose to shop local, you’re investing directly in the heart of Jefferson and the neighbors who make it special.”